September 8, 2020 admin

Medicare Sales: 8 Ways to Market to Seniors

More than 60 million people are currently enrolled in Medicare, and every day, approximately 10,000 additional seniors turn 65 and become eligible for Medicare. As a Medicare insurance agent, you have a large pool of potential clients – but you still need to figure out how to reach them. Here’s how to market to seniors.  

1. Know the Marketing Rules

Before you start marketing Medicare to seniors, you need to make sure you know the Medicare Communications and Marketing Guidelines. For example:

• There are strict rules prohibiting discrimination.
• Certain statements are prohibited. For example, the word “free” cannot be used to describe a plan with a $0 premium or mandatory, supplemental or preventative benefits that are provided with $0 cost sharing.
• Plans for the next year cannot be marketed before October 1. There are also strict restrictions on marketing during the Medicare Advantage Open Enrollment Period that occurs between January 1 and March 31.
• Plan comparisons must be factually based and not misleading.
• Unsolicited direct contact with potential enrollees can be done using conventional mail, print media and email, but all emails must contain a way to opt out. Unsolicited contact cannot be made using door-to-door solicitation, in common areas, over the phone or using text messages. You must get Permission to Contact (PTC).
• Any gifts have to meet the rules for nominal gifts. These rules include a $15 limit, a ban on cash or monetary rebates as gifts and a requirement that gifts be given without discrimination, whether or not a person enrolls.
• All text included in marketing materials must be equivalent to Times New Roman 12-point font or larger.
• These are just a few highlights of the marketing rules that agents must follow. Always have your marketing materials checked for compliance. For more rules and details, review the current edition of the Medicare Communications and Marketing Guidelines.

 

2. Get Your Mail Campaigns Ready

Direct mail is a great way to market to current and prospective clients. Here are a few ways you can use direct mail:

• Conduct mail campaigns for people turning 65 and aging into Medicare.
• Conduct mail campaigns for AEP.
• Send birthday cards. Most people love cards, and this is a good way to remind clients that you’re ready to help.
• Send retention letters to your current clients with information on AEP.

 

3. Host Marketing and Educational Events

Outreach events are a great way to make contact with Medicare enrollees in your community. A face-to-face connection can have a long-lasting impact, so these events can be well worth the time and energy they require from you.

Events can be either educational or marketing/sales events in nature, and CMS has different compliance rules depending on the type of event you’re hosting. Make sure you understand the definitions and how your event fits in.

When you host a marketing event, you can include a sign-up sheet to get names and contact information from participants, but make sure this sign-up sheet is clearly labeled as optional. You can also provide gifts or a drawing for a prize (as long as you follow Medicare’s rules for nominal gifts), but you cannot use a drawing as a sneaky way to get contact information for sales follow-up.  

4. Don’t Dismiss the Importance of a Digital Presence

Conventional mail and marketing events are tried and true methods for Medicare marketing outreach, but online marketing can be effective, too.

According to Pew Research Center, 41% of seniors aged 65 and older have a smartphone, and 67% report that they use the internet. Seniors are using social media, too. Pew Research Center says that 46% of seniors aged 65 or older report using Facebook.

• Email is an easy and cost-effective way to market Medicare. Always include an opt-out process with every email you send. In addition to the Medicare marketing guidelines, you should be familiar with other relevant marketing laws, including data privacy laws and the CAN-SPAM Act.
• Social media is a great way to grow your online presence and reach a wider audience. You don’t need to use all social media sites – go with the ones you’re comfortable with and the ones where you’re most likely to reach Medicare enrollees, like Facebook. Post regularly, interact with people and keep your posts professional at all times.
• Your website is also important. Link your website to your social media feed and provide additional ways for people to contact you or to request more information. If you maintain an e-newsletter, you can include a sign-up option on your website.

 

5. Be a Source of Information

Most people don’t think too fondly of pushy sales agents. Medicare enrollees probably don’t want to hear aggressive sales pitches, but they often DO have lots of questions about Medicare. If you can provide them with the information they need, they’ll come to you for help – and that can result in a sale.

Keep your website and social media feed updated with educational information. You can also send out emails and e-newsletters. And don’t worry about not having enough to say. There are plenty of topics that are relevant to Medicare enrollees, including:

• Low-income subsidies, who’s eligible and how they can apply
• Medicare benefits that may help enrollees
• Changes to Medicare coverage
• Special Needs Plans and eligibility
• Scams that target seniors and how to avoid them

 

6. Stay in Touch

AEP only comes once a year, but many people need help with Medicare enrollment year-round.

After you help a client enroll, don’t make the mistake of disappearing until the next year. Your clients may have friends who are aging into Medicare, they may qualify for a Special Needs Plan or they may need help with a Special Enrollment Period. Regardless of the details, you want to make yourself available and ensure that you stay on your client’s mind.

Use some of the marketing methods above – like sending out birthday cards and educational information – to stay in touch with your clients throughout the year.

7. Keep Your Business Card Handy

You never know when you’re going to need a business card, so you should always have some on hand. You should also have a stack ready when you meet with prospects and clients, as they may want to share them with their friends and family. This can be a great way to get referral business.

And if you don’t have a business card, it’s time to get some made.

• Include your name and contact information, including a phone number, website and email address.
• Don’t put “Medicare” in your title, as this might suggest that you are recommended or endorsed by Medicare, which is prohibited. Have your business cards checked for compliance.
• Make sure your business cards look professional and are eye-catching. There are many businesses that provide templates so you can create a great business card and have it printed.

 

8. Be a Great Medicare Agent

Word-of-mouth marketing is arguably the most effective marketing available. If you’re a great agent, your clients will come back to you year after year, and they’ll tell their friends and family about you. If you’re a bad agent, they might still tell their friends and family about you – but they’ll be warning them to stay away.

• Reply to all requests promptly and follow through on everything you say you will do.
• Make sure you’re knowledgeable about the plans you offer and Medicare issues in general.
• Work carefully. A small mistake could lead to major enrollment problems for your clients. This is not an area where you can be sloppy or careless.
• Listen to your clients. Health coverage is very important to them, so take time to get to know them and to understand their needs.
• Be friendly and compassionate. Your attitude can make a big difference. Try to show that you care and that you’re available to help.

This seems like a lot but it’s easier with a proactive Medicare FMO by your side. Learn more about the many advantages of partnering with Legends United.